Crafting Purpose: The Essence of Authentic Branding

Source: Oatly

Oatly’s chief creative officer John Schoolcraft believes that companies cannot strategically plan their purpose. According to him, "You can’t strategise purpose." He gave an example at Advertising Week Europe today (14 May) to explain his point. Schoolcraft mentioned that if a company produces sugary soda water without any nutritional value, but it makes people happy and quenches thirst, then that is their purpose. He emphasized that there is no need to try to create a different purpose.

At Oatly, the main goal is to encourage people to choose plant-based options over animal products, especially through their oat milk products. Schoolcraft feels fortunate to be part of a brand with such a clear mission, which makes it appealing to talented individuals who want to make a positive impact.

Oatly focuses on being relatable and authentic, rather than just a faceless company behind a logo. They believe in their duty to make a difference and drive positive change in the world.

For example, the company has been showing its carbon footprint on the front of its packaging for several years. It also encourages other brands to do the same. The company has even launched campaigns challenging the dairy industry to display their carbon footprints. They have offered free advertising space to those who comply.

We often playfully mention that our lawyer seems to double as a member of the creative department. This is because we frequently face lawsuits for actions that some people may consider controversial.

John Schoolcraft from Oatly discussed the importance of "fearlessness" in the brand's strategy. He highlighted how having a creative department instead of a marketing department has enabled this approach. In a previous interview with Our Website in March, he mentioned that he could never see himself as a CMO.

Schoolcraft explained that their approach to business is focused on simplicity and understanding people rather than spending a lot of time on marketing. They strive to streamline the process and create products for people's needs.

Oatly is recognized for its bold advertising tactics that challenge the dairy industry. The company's advertising is driven by a clear purpose and message.

"We often tease that our lawyer doubles as a member of the creative team, since we seem to always be facing lawsuits for going against the norm," he confessed. "However, every choice we make is based on what we believe is best for the community."

Oatly initially began as a modest brand focused on transforming how people consume products, but it has since expanded greatly. The company is now publicly traded, with investments from Blackstone.

The company has faced criticisms from many, but instead of ignoring them, they have chosen to address them directly. They launched FckOatly.com, a website that gathers all the criticism they have received, from lawsuits to calls for boycotts.

Despite facing some challenges, Schoolcraft emphasized that every decision made by the company has been in line with their mission.

Marketers should not just consider themselves responsible for the health of their brand, or growing sales, but for the world we live in, he concluded.

Editor's P/S:

John Schoolcraft's perspective on purpose and marketing is both refreshing and thought-provoking. His belief that purpose cannot be strategically planned challenges the conventional wisdom that companies should define their purpose as part of their overall business strategy. Instead, Schoolcraft argues that purpose should be inherent in the company's products and services, and that it should be driven by a genuine desire to make a positive impact on the world.

This approach is evident in Oatly's mission to encourage people to choose plant-based options over animal products. The company's products are not just about providing a healthy alternative to dairy milk; they are also about promoting sustainability and reducing the environmental impact of food production. Oatly's marketing campaigns reflect this purpose, with a focus on challenging the dairy industry and promoting the benefits of plant-based eating. By aligning its marketing efforts with its core purpose, Oatly has created a brand that is both authentic and appealing to consumers who share its values.